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by
Kelle
Campbell
KCWriter
Publication
articles are great for
establishing credibility. If you
were covered in the article,
you're noteworthy. If you wrote
it, you're an expert. And you can
get a lot more exposure if you
recycle that article.
 When
someone else writes about you,
you'll have to ask for
authorization to use the article,
which may include paying for
reprint rights. In fact, some
organizations have a sideline of
selling professionally prepared
color or black-and-white reprints
to you.
When you write the article, make
sure the media outlet only gets
first rights, so you can reuse the
piece without asking permission.
Just make sure that you don't use
it in the relevant medium (e.g.,
print or online) before the
publication does.
Depending on your plans for the
article, you may have to cut and
paste the pages so that you get
rid of ads, photos or other
authors' pieces. You also can take
the article to a copy/printing
service and have them do it for
you.
Ways to Reuse your Article
Resell
It
Send out the manuscript with a
cover letter letting the editor
know when and where it
previously appeared. Some
editors will want to see a copy
of the published article.
Incorporate
it into Another Work
Using previously written
material in a new work saves you
time and effort. A published
piece can serve as a newsletter
article or as part of a white
paper.
Include
it in Press kits or Information
Packages
Placing relevant articles in
your kits establishes you as an
authority in your field. Also,
journalists get a heads-up on
what types of stories have
already been written about you.
Use
it in direct mail/direct
response campaigns
Instead of wading through slick
marketing copy, prospects
receive what they'll consider
solid evidence of your
credibility. You can also offer
the article as an incentive in
your call to action
Give
it to Sales Associates
They can distribute it at
seminars or special events. The
article can also support
salespeople as a reference piece
when they're responding to
customer inquires.
Place
it in Public Areas
If the publication or topic is
prestigious enough, hang the
article in your office or lobby.
Build
Your Writing Credentials
When editors have evidence of
your writing skills, they'll be
more likely to approve your
article proposals.
Link
to it from your Web Site
This tactic doesn't require that
you have reprint rights. Just
tell the editor that you want to
provide a link to your work.
With
a little creativity, you can get
extra mileage out of your efforts.
Getting published is just the
beginning.
Kelle
Campbell is a freelance public
relations and marketing writer
and publisher of "The
Public Relations Writer"
e-newsletter. Her clients have
included PR firms, small
businesses, corporations and
nonprofit organizations. To
find out more, visit her on
the Web at www.kcwriter.com
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